The Experiential Service Journey
The experiential service journey is a design-rich visual narrative that maps how meaning, emotion, and identity unfold across touchpoints over time. For companies, the format acts as both a strategic and collaborative tool. It helps teams move beyond functional problem-solving to explore how services can create emotional relevance, cultural resonance, and future competitive advantage. By making complex service ecologies intuitive and tangible, experience-centric journeys support innovation conversations, align cross-disciplinary teams, and help organizations design services people genuinely want to engage with.
Stylistic service journey for the concept service adidas GO, boutique gyms at airports for adidas Futures team (2018).
Experiential service journey for the circular service concept REMIX for adidas Futures team (2018).
Stylistic service journey for the circular service concept REMIX for adidas Futures team (2018).
The Experiential Service Journey maps how meaning unfolds across touchpoints over time.
Blending the structure of a service map with the expressive qualities of a moodboard, it uses visual storytelling and cultural signifiers to create a shared understanding of the intended experience. This helps organizations ensure that every detail, from tone-of-voice to environments and interactions, feels stylistically consistent and rooted in the user’s lifestyle and values. Developed in collaboration with Simon Clatworthy as part of my PhD-research on designing for popular cultural service experiences and the service designer as a cultural intermediary (2021).